Google's Response to Dutch Concerns on Gambling Ads

In the Netherlands, concerns about the visibility of unlicensed gambling websites in Google search results have been raised by Mikal Tsegga of the Dutch Labor Party and Willem Koops from the New Social Contract Party. They have proposed a motion to the government to tighten controls on search engine practices. The motion suggests amending the revised gambling laws to prevent gambling websites from appearing in search results unless they possess a valid license from the Dutch Gambling Authority, Kansspelautoriteit (KSA). This would require search engines like Google to refer to a 'whitelist' of approved operators before displaying gambling-related content.

Google's Existing Policies on Illegal Gambling Advertisements

Google has responded to these concerns by affirming that its policies already incorporate measures to address them. In a statement to CasinoNieuws.nl, Google explained that it utilizes a whitelist system, allowing only gambling operators with licenses issued by the KSA to advertise on its platform. Google's advertising policies are designed to prevent the promotion of illegal gambling sites by ensuring that only operators approved by regulatory bodies such as the KSA can advertise their services. Similar measures are in place in other countries like Nigeria and Germany, where regulatory actions have been taken to combat illegal gambling ads.

Challenges and Ongoing Efforts to Curb Illegal Gambling

Despite these measures, Google acknowledges the ongoing challenge of combating unlicensed gambling advertisements. In 2023, the company removed over 5.5 billion ads for policy violations, including nearly 200 million ads in the 'Gambling and Games' category. However, loopholes are still exploited by unlicensed operators, as noted by the Dutch Quality Mark Responsible Affiliates (KVA). The KVA estimates that over a million Dutch players have engaged with illegal gambling platforms due to these issues. The KSA has been actively enforcing penalties against unlicensed operators, including fines and website takedowns, yet the problem persists. Recent enforcement actions, such as fines and warnings to operators like Starscream, underscore the ongoing battle against illegal gambling providers. Google's efforts to remove such ads are part of a broader industry challenge, as illegal gambling sites continuously adapt to bypass search engine protocols. In this ongoing game of cat and mouse, unlicensed platforms find new ways to target customers despite regulatory and Google's advertising efforts.

Dutch Gambling Reforms and Future Outlook

The Dutch government, led by State Secretary for Legal Protection Teun Struycken, is currently reviewing potential reforms to the 2021 Remote Gaming Act (KOA). These reforms may include stricter advertising regulations and an increase in the minimum age for accessing online slot games. However, trade bodies such as VNLOK and NOGA oppose a complete ban on gambling ads, arguing that such a measure could harm licensed operators who adhere to the KSA's legal framework. As the Dutch government deliberates on these changes, the KSA has intensified its efforts to tackle illegal gambling. In 2025, the regulator removed 20 unlicensed gambling apps from app stores, demonstrating its commitment to enforcing regulations. Source: Google responds to Dutch call for action against online gambling ads, readwrite.com, April 29, 2025. By GamesAndCasino